The Impact of Customer’s Attitude on Buying Behaviour

This paper examines the potential role of attitude towards a Bank Mellat Customer Club (BMCC) fan page on purchase intention. In this study, we tried to reveal how users’ attitudes towards social networking websites and brands are influenced by perceived credibility, interactivity, usefulness and ease of use. To this end, we conducted an experiment on a fan page of an international brand established in Tunisia (Pioneer Electronics) from a sample of 174 internet users. The results confirm the positive role of internet users’ attitude towards a fan page (social networks) on consumers’ buying behaviour.